Challenge

Walgreens' brand photography had grown overly produced and disconnected from a brand purpose built around warmth and human connection.

Solution

Creative directed a complete photography evolution, collaborating with a cross-functional team to define new guiding principles: real, authentic, unaltered, rooted in genuine emotion. Codified the work into brand guidelines to set the visual standard for all future expression.

Impact

A new photographic identity that repositioned Walgreens as warm, approachable, and unapologetically human — adopted across the organization and by agency partners as the creative benchmark.

Role: Creative Director

Challenge

Introduce the Boots Beauty experience to select Walgreens stores in a way that felt elevated and cohesive — two distinct brand voices, one space.

Solution

Led the creative strategy and art direction for the pilot, shaping how both brands could coexist without either losing its identity. Defined the visual approach and directed all campaign touchpoints across in-store, digital, gift-with-purchase, and environmental graphics.

Impact

A beautifully designed retail experience that elevated the beauty shopping journey and set the template for future partnership pilots.

Role: Art Director